Framing Fairness: A Critical Analysis of Colorism in Bangladeshi Media Narratives (2000–2023)

Abstract

Colorism, a deep-rooted societal and cultural issue across South Asian countries, fosters prejudice against individuals with darker skin tones in favor of lighter ones. This study seeks to explore the foundations of cultural racism and trace its historical origins and influence on contemporary Bangladeshi society. Drawing on insights from various researchers, the analysis highlights how color-based discrimination has persisted across civilizations and continues to shape societal attitudes today. In particular, the Bangladeshi media—especially the film industry—emerges as a significant contributor to colorist narratives. Films often portray lighter-skinned individuals in leading or heroic roles while relegating darker-skinned characters to negative or villainous roles. Additionally, cosmetic and pharmaceutical companies play a key role in perpetuating colorism by marketing fairness products, thus capitalizing on insecurities linked to complexion. These industries aggressively advertise skin-lightening products, reinforcing biased beauty standards. Addressing this pervasive issue requires critical attention to media representations and corporate practices, alongside broader societal efforts to dismantle color-based prejudices and foster inclusivity for individuals with darker skin in Bangladesh.